Talking Shop with Ray Bowcock from 1st Choice
When did the store open?
19th December 2005 - just in time for Christmas!
Where is the store located?
64 Browns Plains Rd, Brown's Plains.
How many staff do you have?
We have five managers who are supported by 14 additional team members. The store manager oversees the whole team.
1st Choice stores have a unique store management model which enables better customer service over a large selling area.
Each store has a Store Manager, Merchandise Manager, Premium Product Manager and Customer Service Manager. Browns Plain also has a Trainee Manager.
Can you tell me a little about each staff member?
Here at Brown's Plain, the team is made up of 12 team members who previously worked at Liquorland (which is also owned by Coles Myer) and seven team members who are new to the company.
The team is fantastic and each member has a real passion for the liquor business and delivering great customer service.
Describe what attracts consumers to your store?
The fantastic range is a huge drawcard. We get some people who come in to browse and end up spending an hour or so just because they're fascinated by all the products they've never seen before.
Customers also come to us for the great prices - customers know we have a price promise and if they happen to find a cheaper price elsewhere, we'll beat it.
Customer service is something we pride ourselves on and we're always willing to share information.
What differentiates your store from others?
It's an innovative and exciting store that customers love. We have a huge range, unbeatable prices and provide a truly unique retail experience.
Some of the things that really set us apart include:
- daily price matching
- custom designed fixtures and light boxes that create a bright and vibrant feel to the store
- interactive touch screen information kiosks with tasting notes, product information and a facility that enables customers to plan a party and print out a tailored shopping list
- plasma screens with news & weather updates, product information, serving suggestions and specials
- an amazing range of Champagne, Rose, Vodka, Gin, Malt Whiskey, Cleanskins and premium imported, boutique and craft beers
- A dedicated beer section – BEER WORLD™ which our customers love
What is the most popular product in your store?
XXXX Gold Stubbies & Riccadonna.
What happens in your store on a typical day?
We come in at 7am to make the daily price changes. This ensures we have the best prices for our customers.
We usually receive notification of price changes at 6 am and print out the shelf tickets and put them up at the very start of the day.
For the rest of the day, the team focuses on customer service - helping customers select the right drop, helping to carry cartons and cases to cars.
We also re-stock our shelves, take deliveries and put in product orders.
How did you get into this industry?
I'm genuinely interested in the product and the idea of working with other people in a retail environment really appealed to me.
What has been your greatest challenge in your current role?
The greatest challenge to date was getting the store ready for opening day, which was a week before Christmas!
The team put in the hours and did a great job though and we opened the doors to a store we were all really proud.
Customer feedback has been fantastic so the hard work has paid off.
What has been your greatest achievement in your current role?
As Store Manager, I'm responsible for ensuring the success and happiness of my team. I'm proud of the team here at Browns Plain - they are cohesive, happy and work really well together. What more could a Store Manager ask for?
What is the best part of your job?
Seeing happy & satisfied customers.
What do you like least?
I'm not really a morning person so the early starts to make price changes are a challenge!
What would you do if you were not in your current role?
If I wasn't working at 1st Choice, I'd still be working in the liquor industry. It's a fascinating area to work in and I couldn't see myself anywhere else.
Name the most unusual product you have been asked for?
White Chocolate Port.
Do you see any innovations in the retail liquor industry?
Being part of 1st Choice means I've seen a lot of innovations - the 1st Choice brand is leading the way by bringing customers new and exciting products as well as innovative retail concepts.
Many of the things you see in 1st Choice stores are a first in the industry - such as daily price matching, the interactive kiosks and the general look and feel of the store. The extra floor space means that the displays are fantastic.
Explain your stores design and layout and how it influences your customers buying decisions?
The store is large and open plan. Our products are separated into distinct areas for customer convenience.
Sections include:
- Bulk wine listed by variety (then alphabetically within the variety) - this includes a huge range of Rose wine and Champagnes.
- Old and rare wines
- BEERWORLD™ with more than 150 types of beer
- Spirits with sub sections including Whiskey, Gin and Vodka
- Fridges for chilled beer, wine and Champagne
The feel of the store is light and bright. The design uses plenty of light boxes and customers love our Moet & Veuve Clicquot Champagne displays.
How do you see the relationship between retailer and supplier evolving in the coming years?
The CMLG team worked closely with suppliers to develop the store displays in 1st Choice and I see us working together even more closely in the future.
What advice would you give to someone looking at a career in this industry?
Try to get qualifications in retail management - it's invaluable.
Do you see growth opportunities in the industry over the next couple of years?
Queensland is the fastest growing state in Australia and I think this will be reflected with growth in the liquor industry too. 1st Choice is certainly is certainly going to grow in the Queensland market with many store openings planned over the coming year.
Inside Liquor wish to thank Ray and the team at 1st Choice Brown Plains for their contribution.
